state of the internet 2012
DESCRIPTION
A presentation on the internet landscape in the year 2012.TRANSCRIPT
1st Quarter 2012 State of the Internet
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Agenda
Worldwide Context
US Vital Signs
State of the Internet – Video – Search – Mobile – eCommerce
Monetization
3 © comScore, Inc. Proprietary and Confidential.
In 1996, 2/3 of the world’s Internet population was in the US, yet today Asia Pacific is the largest region with over 41% of the population.
Many emerging regions are likely to bypass old modes, skipping dial-up to go straight to broadband, making multimedia, video, and collaborative content immediately accessible.
Early adoption of mobile web in addition to PC web will likely be popular in many of these high-growth areas.
14.6%
8.9%
8.8%
41.0%
26.6%
Middle East - Africa
Europe
North America
Asia Pacific
Latin America
Distribution of Worldwide Internet Audience
66%
13%
34%
87%
1996 2012
US Internet Population vs. Rest of the World
Rest of the World
US
The US Is No Longer the Center of the Online Universe
Source: comScore World Metrix, March 2012
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Internet Users Age 15+ (MM)
9% Worldwide Growth Fueled by Country Growth
333.3 190.7
73.5 56.3 56.0
51.5 45.5 43.2
37.6 31.0 28.6
24.0 23.6 22.8 21.6
China
United States
Japan
India
Russian Federation
Germany
Brazil
France
United Kingdom
South Korea
Italy
Canada
Turkey
Mexico
Spain
While US user growth was just 5.3% over the past year, India, Italy,
Mexico, and the Russian Federation have experienced impressive growth
rates of 32%, 24%, 22%, and 18% respectively.
Source: comScore World Metrix, March 2012
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Average Hours Per Visitor Per Month
44.3 38.8
35.1 33.8
33.0 31.8
30.4 30.2
28.7 28.6 28.4 28.2 28.1
26.5 26.5
Canada
United States
United Kingdom
Netherlands
Turkey
Israel
Thailand
Poland
Vietnam
Norway
Brazil
Russian Federation
Finland
Argentina
Hong Kong
Online Engagement by Country
Canada is consistently the most engaged country. The average visitor spent more
than 44 hours online in March 2012.
Source: comScore World Metrix, March 2012
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More Worldwide Unique Visitors Are Spending More Minutes on Social Networking Sites than Email Sites
0200,000400,000600,000800,000
1,000,0001,200,0001,400,000
Mar-2011 May-2011 Jul-2011 Sep-2011 Nov-2011 Jan-2012 Mar-2012Uniq
ue V
isito
rs (0
00)
Global Total Unique Visitors (000)
Email Social Networking
+17%
+13%
0
100,000
200,000
300,000
400,000
500,000
Mar-2011 May-2011 Jul-2011 Sep-2011 Nov-2011 Jan-2012 Mar-2012
Min
utes
(MM
)
Global Total Minutes (MM)
Email Social Networking
+37%
+3%
Source: comScore World Metrix, March 2012
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Agenda
Worldwide Context
US Vital Signs
State of the Internet – Video – Search – Mobile – eCommerce
Monetization
8 © comScore, Inc. Proprietary and Confidential.
Is the US Internet Really Still Growing?
Total US Internet Users
0
50,000
100,000
150,000
200,000
250,000
Total Unique Visitors (000) Average Daily Visitors (000)
+6%
+5% Yes, the US Internet is still growing, albeit not as quickly as it had been.
The Average Minutes per Visitor grew 9% over the past year.
The average internet user made 4 more visits to the internet in March 2012 than in March 2011.
Total US Internet Engagement
0
500
1,000
1,500
2,000
2,500
Average Minutes per Visitor Average Visits per Visitor
+7%
+9%
Source: comScore US Media Metrix Panel Only Data, March 2012
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What Online Categories are Driving Web Usage?
The 31+ hours the average user spends online is divided among several key content categories such as Social Media, Entertainment, and Portals.
Top Categories Reach Top Categories Engagement
Source: comScore US Media Metrix Panel Only Data, March 2012
0
100
200
300
400
Aver
age
Min
utes
/UV
-7% +16%
+24%
+10% +11% +2% 85%
90%
95%
100%
Reac
h
+1% +3% -3%
-1%
Y/Y % change Y/Y % change
-1% 0%
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Which Categories are Driving Web Growth?
As expected in an election year, Political sites saw terrific growth year over year at 132%.
The Gay/Lesbian category continued to see impressive growth, growing 93% between March 2011 and March 2012.
Source: comScore US Media Metrix Panel Only Data March 2012
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
UVs
(000
)
March 2011 UV's March 2012 UV's
+132%
+93%
+54%
+52%
+47%
+46%
+29%
+30%
+28%
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Unique Visitors to social networking sites have increased 6% year over year
-10,000
5,000
20,000
35,000
50,000
65,000
80,000
95,000
110,000
125,000
140,000
155,000
170,000
Facebook Twitter Tumblr LinkedIn Pinterest
UV
s (0
00)
+4%
+58%
+168%
+67%
Since reporting began in May 2011, the idea sharing website Pinterest has seen exponential growth in Unique Visitors.
+4377%
Source: comScore US Media Metrix Panel Only Data, March 2012
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Pinterest is the fastest growing social media site in both Unique Visitors and Clicks on search engines
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Sear
ch E
ngin
e Cl
icks
(000
)
Uniq
ue V
isito
rs (0
00)
Unique Visitors (000) Search Engine Clicks (000)
Pinterest is a content sharing website in which users “pin”
images and videos to share in an online community. Since reporting began in May, it is the fastest growing social
media site of the past year.
Source: comScore US Media Metrix Data
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Pinterest buyers spend more, buy more items, and conduct more transactions than other social media buyers
4.20
4.40
4.60
4.80
5.00
5.20
5.40
5.60
2.70 2.80 2.90 3.00 3.10
Item
s pe
r Buy
er
Transactions per Buyer
Bubble size = Dollars per Buyer
FacebookPinterestTwitterLinkedInTumblr
0
50
100
150
200
250
300
LinkedIn Pinterest Twitter Facebook Tumblr
Buying Power Index
Pinterest users are second only to LinkedIn users in the Buying Power Index of the top 5 social media sites.
However, Pinterest buyers spend more money, more often, and on more items
than any of the other top 5 social media sites.
Source: comScore US Media Metrix Data
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Agenda
Worldwide Context
US Vital Signs
State of the Internet – Video – Search – Mobile – eCommerce
Monetization
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The average internet user viewed 243 videos with a viewing time of 21 hours, 22 minutes
Reach of elusive audiences
Better engagement However, monetization is still a big
challenge:
User experience Rights for UGC (User
Generated Content)
Value Drivers of Online Video Advertising
Source: comScore Video Metrix, March 2012
March 2012
US Video Viewers 187MM
% Of Internet Users Who Viewed At Least One Video 83%
Total # of Viewed Videos 45.4B
YoY Growth in Video Views 33%
Videos per Viewer 243
Viewing Time per Viewer 21 hr 22 min
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Males Are More Engaged Online Video Viewers than Females
Source: comScore Video Metrix, March 2012
Video Activity By Gender
+120% +66% +116%
93 172
755
94
313
1,807
0100200300400500600700800900
1000110012001300140015001600170018001900
UVs (MM) Videos per Viewer Minutes per Viewer
Females Males
+82% +139%
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Duration Jumps as Long-Form Content Floods the Web
Total US Streaming Minutes and Video Views
Sites heavy with long-form content have continued to grow over the past year, contributing to the increase in time spent streaming.
March 2011 March 2012 Hours per Viewer 14.7 21.4 Videos per Viewer 192.1 242.6 Minutes per Video 4.6 5.3
Source: comScore Video Metrix, March 2012
0
50
100
150
200
250
300
Mar '11 Apr '11 May '11 June'11
July '11 August'11
Sept '11 Oct '11 Nov ' 11 Dec '11 Jan '12 Feb '12 Mar '12
Billi
ons
Total US Duration and Video Views Total Minutes Total Videos
+53%
+47%
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Agenda
Worldwide Context
US Vital Signs
State of the Internet – Video – Search – Mobile – eCommerce
Monetization
19 © comScore, Inc. Proprietary and Confidential.
Global Search Market Growth of 22% Y/Y–More Than 4.1 Million Searches per Minute
0
5,000
10,000
15,000
20,000
25,000
30,000
UnitedStates
China Japan UnitedKingdom
Germany Brazil RussianFederation
France Turkey India
Top 10 Countries by Number of Searches (MM) Conducted* Apr-2011
Apr-2012+56%
+45%
+54% +35% +4% +39% +23% 11% +21%
+8%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Top 10 Search Properties by Searches (MM) Conducted Apr-2011
Apr-2012
+53% +6% 11%
-40% -7% +97% +38% +44% -16%
+21%
*Searches based on “expanded search” definition, which includes searches at the top properties where search activity is observed, not only the core search engines.
Google sites account for over two-thirds of the 177 billion searches conducted worldwide in April.
Chinese based Baidu (13.8 billion searches) was second in front of Yahoo! (9.9 billion searches).
Source: comScore qSearch 2.0, April 2012
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27.7 billion searches were performed in April 2012, which marked an 8% growth rate over April 2011.
qSearch 2.0: Trends in the U.S. Search Market
Source: comScore qSearch 2.0, April 2012
Total U.S. Searches for all qSearch properties (Billions)
25.6
27.2 26.6
27.4 27.3 27.1
28.3 28.3
29.5 28.5
28.0
29.5
27.7
Apr-11 Jul-11 Oct-11 Jan-12 Apr-12
Change vs. April-11
+8%
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qSearch 2.0: Trends in the U.S. Search Market
Increases in search intensity by Heavy Searchers and Medium Searchers helped drive search growth.
Source: comScore qSearch 2.0, April 2012
Searches per Searcher
Heavy Searchers (Upper 20%) Moderate Searchers (Middle 30%) Light Searchers (Bottom 50%)
Search Intensity Segment Contribution to Total Searches
63.8%
27.2%
9.0%
Percentage of Searches
22.5 21.9
108.6 110.5
370.9 389.0
0
50
100
150
200
250
300
350
400
450
Apr-11 Jul-11 Oct-11 Jan-12 Apr-12
Change vs. April-11
+5%
+2%
-3%
22 © comScore, Inc. Proprietary and Confidential. Source: comScore qSearch 2.0, April 2012
Leading Search Properties: Searches per Searcher
Google Sites 0%
Yahoo! Sites +2%
Microsoft Sites +19%
AOL, Inc. +9%
Ask Network -2%
Microsoft, Yahoo!, and AOL show intensity growth versus a year ago.
qSearch 2.0: Leading U.S. Search Properties
83.4
27.8 30.4
9.3 7.8
0
10
20
30
40
50
60
70
80
90
Apr-11 Jul-11 Oct-11 Jan-12 Apr-12
Change vs. April-11
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Agenda
Worldwide Context
US Vital Signs
State of the Internet – Video – Search – Mobile – eCommerce
Monetization
24 © comScore, Inc. Proprietary and Confidential.
Mobile On Track to Eclipse the Desktop
Source: Morgan Stanley Research
0200400600800
1,0001,2001,4001,6001,8002,000
2007 2008 2009 2010 2011 2012 2013 2014 2015
DesktopMobile
Number of Global Users (Millions)
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Smartphone 45.6%
Not Smartphone
54.4%
U.S. Smartphone Penetration
How the U.S. Mobile Market Has Changed – Highlights of Q1 2012
The number of Smartphone owners grew by 47% year-over-year in March 2012
In March 2012 there were 106.7 million Smartphone owners.
Product: MobiLens
Data: Three month average ending March 2012
Country: US, N= 30,963
106.7 million
0
20,000
40,000
60,000
80,000
100,000
# Ph
one
Ow
ners
(000
)
Growth of U.S. Smartphone Installed Base
+47% Year on Year Growth
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Product: MobiLens
Data: Three month average ending March 2012
Country: US, N= 30,963
Continuous Decline of Feature Phones as Newly Acquired Devices
In March 2012 62.9% of new phone acquisitions were Smartphones.
Google and Apple accounted for the majority of new device acquisitions in Q1
Google had a share of 58%, while iPhones made up just over 26% of new Smartphones.
47.5% 48.0% 52.5% 59.5% 62.9%
52.5% 52.0% 47.5% 40.5% 37.1%
0%10%20%30%40%50%60%70%80%90%
100%
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012
% A
cqui
red
Devi
ce in
Mon
th
New Devices Acquired by Type
Smartphone Not Smartphone
Google 58.3% Apple
26.3%
RIM 9.5%
Microsoft 4.6%
Other OS 1.3%
New Smartphones Acquired by OS
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Android And Apple Devices Dominate U.S. Smartphone Market
Google’s Android platform share grew rapidly over the past year, increasing its market share to 51.0%.
Apple’s share increased from 25.0% to over 30%. Android and Apple combined now account for over 80% of the Smartphone market.
RIM has taken 3rd position in the Smartphone market. In March 2012, RIM handsets accounted for only 12.3% of all Smartphones
Microsoft based devices also lost market share and represented 3.9% in March 2012.
Product: MobiLens
Data: Three month average ending March 2012
Country: US, N= 30,963
5.1% 2.1%
7.5% 3.9%
27.1%
12.3%
25.5%
30.7%
34.8%
51.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March 2011 March 2012
% S
mar
tpho
ne In
stal
led
Base
Smartphone Operating System Share
Apple
RIM
Microsoft
Other OS
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15.0% of all U.S. Smartphone Owners Accessed Digital Books or Magazines on their phones in March 2012
Product: MobiLens
Data: Three month average ending March 2012
Country: US, N= 30,963
16.8% of these 16 million Smartphone owners accessed digital books or magazines on their devices ‘almost every day’.
Amazon’s app had the highest reach among all Smartphone owners using eReader apps.
16.8%
29.2%
54.0%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%
Almost everyday
At least onceeach week
Once to threetimes throughout
the month
Frequency of Accessing Digital Books or Magazines
38%
19% 16%
16%
11%
Reach of apps among Smartphone owners with eReader apps
Amazon.comGoogleBarnes & NobleiBookeReader.com
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8.9%
24.9%
March 2011 March 2012
Percentage of Smartphone Audience Also Owning a Tablet
Multi-Device Ownership: The Rise of the Digital Omnivore
Tablets have led to the rise of the “Digital Omnivore” – consumers who engage seamlessly with multiple online touch points daily.
24.9% of all U.S. Smartphone owners also owned a tablet, up 308% from the previous year.
Product: MobiLens
Data: One month snapshot, March 2011 / March 2012
Country: US, N= 9,981
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Agenda
Worldwide Context
US Vital Signs
State of the Internet – Video – Search – Mobile – eCommerce
Monetization
31 © comScore, Inc. Proprietary and Confidential.
Q2 '08 Q3 '08 Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12
Overall e-Commerce dollar sales have posted double-digit gains in every quarter since Q4 2010 and are now well ahead of pre-recession levels
Billi
ons
($)
e-Commerce Dollar Sales ($ Billions) Source: comScore e-Commerce Measurement
+13% +6% -3% 0% -1% -2% +3% +10% +9% +9% +11% +12% +14% +13% +14% +17%
% Chg vs. YA
$30.6 $30.3
$38.1
$31.0 $30.2 $29.6
$39.0
$33.9 $32.9 $32.1
$43.4
$38.0 $37.5 $36.3
$49.7
$44.3 Compared to pre-recession levels (Q1 2008), total retail in Q1 2012 is
up 10%...
e-Commerce is up +42%
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Led by Amazon’s +29% growth, many retail sites posted double-digit gains in unique visitors in Q1 vs. a year ago
Avg. Monthly UVs (MM) on Select Retail Sites in Q1 2012 Source: comScore Media Metrix, U.S.
12.9
12.9
13.4
15.7
19.9
24.7
28.2
39.7
48.3
107.4
Macy's Inc.
Hewlett Packard
Sears.com
Ticketmaster
Best Buy Sites
Target Corporation
Netflix.com
Wal-Mart
Apple.com
Amazon Sites +29%
+25%
+18%
+9%
+8%
+12%
+42%
+23%
-21%
+26%
Y/Y Change
33 © comScore, Inc. Proprietary and Confidential.
About 1 in 10 consumers had aided awareness of the term ‘showrooming’
“Showrooming” – verb. Visiting a brick-and-mortar store to see a product but instead purchasing the product online. Shoppers may intend from the start to purchase the product online, or may decide to purchase online, rather than in-person, after viewing the item at the store.
12%
16%
8%
% who have heard of'showrooming'
All respondents
Men
Women
34 © comScore, Inc. Proprietary and Confidential.
35% of respondents have engaged in ‘showrooming’. Most intended to buy at brick-and-mortar but changed their mind at the store
Consumer Usage of Showrooming Q. Based on this definition, have you ever done this activity? (showrooming)
Source: comScore Survey – April 2012
Who’s engaging in showrooming?
35% of all respondents
50% of respondents ages 25-34, the highest of any age group
48% of tablet owners and 43% of smartphone owners
43% of Millenials*
* - defined as ages 18-29
…and did they plan it?
6 in 10 ‘showroomers’ say they originally planned to purchase at the store, but changed their mind while there & instead bought online
32% said they went to the store always intending to buy online
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72%
45%
24%
18%
17%
5%
Price was better online
Planned to buy online but wanted to see item(s)in person before ordering
Item was out of stock at store
Would rather have item(s) shipped to home thantake home with me
Was not convenient to buy in-person at the time
Other
% among those who engaged in 'showrooming'
Price was the biggest driver of ‘showrooming,’ while some wanted to see item in person before deciding to purchase
Why Consumers Are Engaging in ‘Showrooming’ Q. Which of the following describe why you utilized showrooming? (Please select all that apply)
Source: comScore Survey – April 2012
Location, Location, Location Respondents living in urban areas were nearly twice as likely (26%) to choose this option than those living in suburban or rural areas (15% for both)
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Consumer Electronics and Apparel were the most popular categories among consumers who bought via showrooming
Product Categories Most Likely to be Purchased via Showrooming Q. Which of the following types of item have you bought online after using ‘showrooming?’
(Please select all that apply) Source: comScore Survey – April 2012
63%
43%
29%
22%
22%
16%
10%
Consumer electronics
Apparel, clothing & accessories
Books
Appliances
Toys
Jewelry / watches
Other
% among those who engaged in 'showrooming'
37 © comScore, Inc. Proprietary and Confidential.
Agenda
Worldwide Context
US Vital Signs
State of the Internet – Video – Search – Mobile – eCommerce
Monetization
38 © comScore, Inc. Proprietary and Confidential.
US Online Ad Spend Poised to Grow 18% in 2012
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
$50
2010 2011 2012 2013 2014 2015
US Online Ad Spending 2010-2015 $ Billions and % Change
8.8% 14.9%
20.2% 17.6% 12.0% 10.4%
Source: eMarketer: US Online AdSpend Poised to Grow 20% in 2011
39 © comScore, Inc. Proprietary and Confidential.
Who are the top advertisers in the online market in March 2012?
01,000,0002,000,0003,000,0004,000,0005,000,0006,000,0007,000,0008,000,0009,000,000
10,000,000
Tota
l Dis
play
Ad
Impr
essi
ons
(000
)
Top 10 Online Advertisers
Source: comScore US Ad Metrix, March 2012
Telecommunications company AT&T has a large online advertising presences.
Top advertisers also include Microsoft and business/finance companies, Experian and Scottrade.
40 © comScore, Inc. Proprietary and Confidential.
Campaign In-view ad rates ranged from: US 55% to 93% EU 64% to 72% CA 56% to 74%
US 69%
AVERAGE 67%
AVERAGE
EU 65%
AVERAGE
CA
Are consumers actually seeing the ads?
Source: comScore vCE Charter Studies
41 © comScore, Inc. Proprietary and Confidential.
Large sites within a content category do a better job than smaller sites at ensuring the ads are actually viewable
Percentage of Ads Served In-View within a Given Site Category
The difference in in-view rates between Top 50 sites versus the long tail sites in their category
was a full 16-percentage points
Source: comScore vCE Charter Studies
42 © comScore, Inc. Proprietary and Confidential.
Digital Ad Economics: The good guys aren’t necessarily winning
Correlation of In-View Rates & CPM
An equally as weak correlation was also observed between CPM and ability to hit a primary demographic target
Source: comScore vCE Charter Studies
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Thank You!